Superdry - SINCE THEN
A self-initiated brand campaign exploring Superdry's British heritage through a contemporary, nostalgic lens aimed at a younger audience.
Title
Superdry - SINCE THEN
Date
2026
Challenge
Superdry has a strong visual heritage, but I wanted to explore how that identity could feel relevant to a new generation without relying too heavily on obvious British clichés or simply recreating the brand's past. The challenge was to find a balance between nostalgia and a more contemporary, youthful visual direction.
Approach
I developed SINCE THEN, a campaign inspired by the nostalgia of growing up in the early 2000s and the visual details of everyday British life. I combined elements of heritage, Y2K styling and modern editorial design, using colour, typography and graphic details to create something that felt familiar without being overly literal. I then carried the concept across social media, digital email, print advertising and retail applications to demonstrate how the campaign could work as a wider brand system.
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